Navigating to Authentic Demand with Merrick Furst

Join us for an enlightening session with Merrick Furst, co-author of the groundbreaking book The Heart of Innovation: A Field Guide for Navigating to Authentic Demand. In this first-of-its-kind book, Furst demystifies the concept of innovation, providing concrete insights into what true innovations are and how to create them. Many innovation efforts fail because they do not resonate with customers, but Furst emphasizes the critical importance of uncovering unmet authentic demand—what customers truly cannot be indifferent to.

In this event, Furst will introduce his revolutionary tool, the Grip-to-Grip Map. This tool demonstrates how to enable behavior change in customers, unlocking authentic demand and driving successful innovation. Don’t miss this opportunity to learn from a leading expert on how to turn innovative ideas into impactful realities. This event will take place on Thursday, September 12, from 12:50–1:50 p.m. in the Kaplan Institute.

About the speaker

Merrick Furst is a Distinguished Professor and the director of the Center for Deliberate Innovation at Georgia Institute of Technology. He founded Flashpoint@GT, a first-of-its-kind startup engineering studio that developed formative leaders and exceptional technology startups. Merrick was the president of the International Computer Science Institute at University of California Berkeley, and before that was a professor and dean at Carnegie Mellon. He is also the co-author of The Heart of Innovation: A Field Guide for Navigating to Authentic Demand.

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